National Network of Tobacco Cessation Quitlines

Mary Anne BrightOffice of CommunicationsNational Cancer Institute Cancer Information Service

HHS Initiative

• Provide smoking cessation resources to the 46 million people who smoke in the U.S.

• Provide the highest level of assistance to smokers across the country

• Establish a single toll-free number that serves as a single point of access to a national network of quitlines

Current Status

• In 2005: 205,583 calls (U. S. calls to 1-800-QUIT-NOW)– 390 calls from Canada– 88 calls from U.S. Territories

• 8 States Using 1-800-QUIT-NOW as Primary Number– Alabama, Hawaii, Idaho, Kentucky, New Mexico, North

Carolina, Ohio, Virginia

• 5 State Planning to Use 1-800-QUIT-NOW– Indiana, Louisiana, Nebraska, Oklahoma, Tennessee

Marketing and Promotions

• Generate a 25% yearly increase in calls to 1-800-QUIT-NOW

• Generate an increase in smokers reached or counseled from 2% to 4/5 %

• Increase market penetration every quarter of the year

• Continue to cultivate NNTCQ image as premier access point to providing tobacco cessation services

Marketing and Promotions

• Strategic Promotion Planning – 4 Tier Approach

• Materials Development– 2 English TV PSAs; 3 English Radio PSAs– 1 Spanish TV PSA; 3 Spanish Radio PSAs

• Marketing and Promotion Strategies– Internet Users– Rich Media Banners Advertisements– Educational Videos for Healthcare Providers– Conference Promotion– Earned Media

Target Populations

• Primary Target Audience- Adults, 18 to 29• Subsets:

– #1- Military Personnel– #2- Persons of Low SES– #3- Spanish-speaking Adults

Target States

• Promotions will focus on: – States with the highest tobacco use rates– States with the highest tobacco-related

mortality rates• Promotional activities will be conducted in

all 50 States and the District of Columbia